تأثیر صحه‌گذاری ورزشکاران ایرانی بر نگرش و قصد خرید مشتریان و ارائه‌ی مدل

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی دانشگاه تهران، تهران، ایران

2 استادیار مدیریت ورزشی، گروه علوم ورزشی، دانشگاه شهید مدنی آذربایجان، تبریز، ایران

چکیده

هدف از پژوهش حاضر تعیین تأثیر صحه‌گذاری ورزشکاران مشهور ایرانی بر نگرش و قصد خرید مشتریان و ارائه‌ی مدل صحه‌گذاری بود. روش تحقیق پژوهش، از نوع همبستگی بود که به صورت میدانی و با استفاده از پرسشنامه انجام شد. جامعه آماری پژوهش شامل دانشجویان تربیت‌بدنی و علوم ورزشی دانشگاه‌های سراسری کشور بود کهنمونه‌گیری به روش خوشه‌ای- تصادفی انجام گرفت و در نهایت 823 پرسشنامه تجزیه و تحلیل شد.ابزار تحقیق شامل پرسشنامه‌ی شناسایی ورزش و ورزشکار، ارزش ادراک شده، قدرت ستاره، تناسب محصول و ورزشکار و قصد خرید بود. تجزیه و تحلیل داده‌ها با استفاده از ضریب آلفای کرونباخ، تحلیل عاملی تأییدی، معادلات ساختاری، و همچنین ضریب همبستگی پیرسون و رگرسیون چندگانه با بهره‌گیری از SPSS19 و Liserel8.8 انجام شد. بر اساس تحلیل عاملی تأییدی کلیه‌ی ضرایب معنی‌دار و شاخص‌های اصلی برازش مدل نیز همگی حاکی از برازش و مناسب بودن مدل برای استخراج روابط میان متغیرها بود. بین تمامی مؤلفه‌های قدرت ستاره ورزشکار با نگرش و قصد خرید محصول همبستگی معناداری مشاهده شد. با استفاده از رگرسیون چندگانه مشخص شد که به ترتیب 22 درصد تغییرات متغیر وابسته (نگرش به محصول) مربوط به متغیر جذابیت و اعتماد و همچنین 16 درصد تغییرات متغیر وابسته (قصد خرید محصول) مربوط به متغیرهای جذابیت، اعتماد، شخصیت دوست داشتنی و تخصص بود. همچنین با استفاده از معادلات ساختاری مدل صحه گذاری برازش شد. در نهایت، در فرآیند انتخاب صحه‌گذار ورزشکاران بایستی ابعاد قدرت ستاره را مدنظر قرار داد. همچنین بهتر است ورزشکار صحه‌گذار با نوع محصولی که برای صحه‌گذاری انتخاب شده تناسب داشته باشد که این عوامل در نهایت منجر به ایجاد علاقه در مصرف کننده و قصد خرید می‌شود.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Iranian Athletes’ Endorsement on Attitude and Purchase Intention of Customers and Developing a Model

نویسندگان [English]

  • mohammad khabiri 1
  • nasrollah sajjadi 1
  • Mehrzad Hamidi 1
  • Mahdi Bashiri 2
1 Associate Professor of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
2 Assistant Professor of Sport Management, Department of Sport Sciences, Azarbaijan Shahid Madani University, Tabriz, Iran
چکیده [English]

The aim of this study was to determine the effect of Iranian famous athletes’ endorsement on attitude and purchase intention of customers and to develop a model of endorsement. The research method was correlation carried out as a field using a questionnaire. The population consisted of the students of physical education and sport sciences of state universities in Iran. The sampling method was cluster-random and finally 823 questionnaires were analyzed. Data were collected using questionnaires of sport and athlete identification, perceived value, Star power (SASP), product-endorser match-up, and purchase intention.  To analyze data, Cronbach’s alpha coefficient, confirmatory factor analysis (CFA), structural equation modeling (SEM), Pearson correlation coefficient and multiple regression in SPSS19 and Liserel8.8 were used. The confirmatory factor analysis (CFA) showed that all coefficients were significant and main indexes of model’s fit showed that the model was good and suitable to extract the relationships among variables. There was a significant correlation between all components of star power of athletes and attitude and purchase intention. Multiple regression showed that 22% of variations in dependent variable (attitude towards product) was related to attractiveness and dependence, and also 16% of variations in dependent variable (purchase intention) was related to attractiveness, dependence, likeable personality and expertise. Also, the model proposed for endorsement was fitted using SEM. Finally, it is necessary to consider the dimensions of star power in the process of selecting athlete endorsers. It is also recommended that there should be a congruence between the athlete endorser and endorsed product. Those mentioned factors finally provoke interest in customers and their purchase intention.

کلیدواژه‌ها [English]

  • endorsement
  • athlete
  • star power
  • perceived value
  • Purchase Intention

مراجع

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پژوهش های فیزیولوژی و مدیریت در ورزش
دوره 9، شماره 1
اردیبهشت 1396
صفحه 91-111

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